El Poder de las Recomendaciones y el Intelligent Data

TripAdvisor –Inspiration

TripAdvisor en el año 2002

TripAdvisor

*Source: Google Analytics, worldwide data, average monthly views Q4 2014—does not include traffic to daodao.com / TripAdvisor internal data

45 Domains in 28 languages

315Million

over

147,000destinations

70mMembers

Lider Mundial en el sector Travel

0

50

100

150

200

250

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Crecimiento exponencial – 200 millones de opiniones(m

illi

on

s)

Source: TripAdvisor internal data and Google Analytics, Worldwide data, Feb 2014

125 nuevas

contribuciones por

minuto

0

500.000

1.000.000

1.500.000

2.000.000

2.500.000

3.000.000

3.500.000

4.000.000

4.500.000

5.000.000

2001 2006 2007 2008 2009 2010 2011 2012 2013 Current

Nº de fichas casi

se duplicó desde

2012 hasta

principios de 2014

Crecimiento de fichas(m

illi

on

s)

PLANIFICANDO EL VIAJE

Más de 4,5 millones de empresas turísticas en

más de 147.000 destinos

500,000+Lugares de interés

915,000+ Hoteles, B&Bs and

alojamientos

especiales

2,4MRestaurantes

650,000+alquileres vacacionales

29,000,000+fotos de viajeros

Foto publicitaria

Lo que encontraron los viajeros

La gran mayoría de las opiniones son positivas

Source: TripAdvisor. Percentage of all ratings, January 2014

48%

30%

12%

5%

5%

Puntuación media:

4.12

Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013.

Los viajeros españoles generalmente

buscan información acerca de…

82%

59%

46%

Más del 80% siente que

las opiniones en TripAdvisor le ayudan a

tomar decisiones mejor informadas

y disfrutar de un mejor viaje

Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013.

de usuarios leen contenidos de TripAdvisor en otras

páginas web todos los meses

500 millones

14

15

Travellers Choice DestinationsHoumt Souk

BIG DATA

TripAdvisor Data Collection – Example

Unique live interactions that we can now capture in our DMP

Traveler searched

for Paris Hotels

Traveler is looking to Travel in 3 days

(today is 8/25) for 5 days from

Thursday - Tuesday

Traveler is looking for

a 5 star, good value hotel

with a Restaurant near

the city center

Traveler visited hotel page; read

6 reviews and viewed 7 photos

Traveler clicked to book a

recommended hotel

Designing Your CampaignLeveraging our insights and tools to maximize your investment

Behavior #3:

Brand

Behavior #2:

Commerce

Click

Behavior #1:

Destination =

ADVERTISER’S DATA

i.e. Marriott Pushes

Loyalty Card Audience to

TripAdvisor

2nd PARTY DATAAGGREGATOR’S DATA

i.e. Blue Kai’s

Demographic Segments

(18-25, Female, etc.)

3rd PARTY DATA1ST PARTY DATA

TRIPADVISOR USER DATA

i.e. Users looking for

a Miami Hotel

Robust Data Set Drives Custom Audience

Creation and Intelligent Targeting1st & 3rd

Party

Data

Calendar

Targeting

Destination Spend LevelsBrand Commerce

Clicks

Trip ThemeTravelers Travel Needs RestaurantAttractions Audience

Demographics

Interest Past

Purchases

In-Market

Advertiser Data + TripAdvisor Data =

Improved Targeting, Messaging and ROI

Advertiser’s Users

on TripAdvisor

ADVERTISER

Advertiser

Opportunity

Example Use & Benefit

Exclude Users

From Media Plan

= Increase Efficiency

Change Creative

Users See

= Increased Impact